LONDON — British knitwear brand John Smedley last week gave its e-commerce site a facelift to match its updated vision under managing director Jess McGuire-Dudley, bringing the digital experience in line with her ambitious plan to accelerate the direct-to-consumer business. “When I joined, the brand had an established digital presence, but it wasn’t fully reflective of who we are,” said McGuire-Dudley, who took over from Ian Maclean, a member of the Smedley family, in April 2025. The executive was first hired as head of marketing and merchandising before moving up the ranks over the past 12 years. “The platform was functional, but it lacked the depth of storytelling, the consistency, and the elevated experience you would expect from a brand of our standing. It was clear there was a real opportunity to bring our digital expression up to the same standard as our product,” she added. You May Also Like Over the past year she has made direct-to-consumer a priority.…